Anything done once is the equivalent of doing nothing at all.
Fortunes are made beyond the point where most give up.
Among today’s information tsunami, a single outreach attempt is equivalent to doing nothing. Even two or three touchpoints barely register amid the flood of messages washing over prospects To truly stand out, sales and marketing efforts must be built around a sufficient number of strategic interactions.
Why Multiple Touchpoints Matter
Every stage of the buyer’s journey—lead generation, pipeline management, and closing—benefits from repeated contact. More interactions lead to:
- Increased recognition
- Greater trust
- Higher conversion rates
Marketing 101 teaches us that consistency builds credibility. When prospects receive a clear, repeated message from different directions, from different channels and in various formats, it reinforces your value and makes a stronger impression.
The Numbers Prove It
- Studies estimate that it takes 8–12 calls just to reach a decision-maker. If you’re only calling two or three times, you’re not making a reasonable effort.
- Most sales occur after the fifth or sixth interaction. For high-value, complex deals, 30 to 40 interactions may be necessary.
- The Rule of 7 in marketing states that a prospect needs to see your message at least seven times before they start to recognize it and remember you. One or two attempts won’t cut it.
- With the rise of digital marketing the norm is more likely 13 – 22 touches before recognition and taking action.
- It is estimated that 60% of the engagement on social media occurs after the fourth touchpoint.
You might not totally agree on the above numbers, but no one with authority is recommending that one, two, or three touches is enough to do the job.
Most reps and sales teams should add additional touch points to each phase of the buyer’s journey: recognition, evaluation, conversion, post sales follow-up.
Are You Leaving Money on the Table?
Dropping a proposal after just two or three meetings is usually a mistake. Many buyers need more interactions before they feel confident enough to move forward. If trust isn’t built, deals won’t close.
For high-value, strategically important prospects, you must engineer a system that ensures sufficient interaction levels. This systematic approach leads to greater penetration, recognition, response, and agreement.
The Payoff: More Effort, Exponential Results
Would you do twice the work if it meant getting 6X or 8X the results? That’s the power of sufficient touchpoints to do the job.
Alternatively, would you choose to work for less money? Most people would say no, yet that’s exactly what happens when you fail to engage high-value prospects enough times. Fewer interactions mean significantly lower returns on your efforts.
Those additional touches you send out typically have a marginal cost that is very low. That small additional investment of time and money delivers an outsized impact on results. The last few touches you send have an extremely high ROI.
It’s Not About Interruption
Interrupting someone doesn’t capture attention—the appeal of your outcome does. And your odds of effectively communicating those outcomes increase dramatically when you engage with prospects far more than your competitors.
If you’re doing what most sales teams do, you’re already behind. To win, you must interact with prospects more frequently.
Success in sales isn’t just about making contact—it’s about making enough contact. If you’re not reaching out enough times, you’re working harder for fewer results. Prioritize persistence and strategic touchpoints, and you’ll see the difference in your bottom line.
